NEWS22 May 2019

DMA swaps ‘direct’ for ‘data’ in rebrand

Data analytics Media News UK

UK – The Direct Marketing Association (DMA) is rebranding to become the Data & Marketing Association.


The new brand will bring the organisation’s learning, talent and membership divisions under one name, with the Institute of Data & Marketing (formerly the Institute of Direct & Digital Marketing) and DMA Talent being integrated into the same entity.

The organisation aims to become ‘the leading voice for intelligent marketing’ and help its members offer ‘more value’ through data and marketing, the DMA said. It has 1,000 members, including brands, agencies and marketing services companies.

Earlier this year, the DMA partnered with the University of Edinburgh on a campaign to promote the value of data.

The integrated approach will help members, IDM professionals and new industry talent to "responsibly produce more value for customers through intelligent marketing, creativity and accountability," said Chris Combemale, chief executive of the Data & Marketing Association.

Combemale added: "By leading the conversation on intelligent marketing, promoting inclusivity and diversity, advocating responsible marketing and best practice, the DMA will champion the interests of all stakeholders. An integrated approach gives members enhanced benefits and opportunities across our learning solutions and talent initiatives."